Banking Mobile & Online UX

Should you put a mobile screenshot on your homepage?

Should you put a mobile screenshot on your homepage. Photo: Rawpixel.com, Shutterstock.com
Written by Jim Bruene

When it comes to showing off your mobile credentials, is there a difference between challenger banks and incumbent banks? Jim Bruene looks at some examples.

There’s one big difference between established banking brands and the upstarts when it comes to homepage design. Upstarts almost always post prominent screenshots of their mobile experience, whereas legacy banks often relegate mobile to the depths of the secondary navigation. And even after you find the mobile banking page, it often contains little more than uninspiring copy and App Store buttons more prominent than the mobile UI itself.

Recent Salesforce data showed that when switching banks, online capabilities were at parity with the usual security, soundness and branch network factors. Source: Salesforce, 2,000 adults, fielded Q4 2016.This is a big mistake. Online and mobile capabilities are fast becoming table stakes for anyone under the age of 65 when selecting a bank. Recent Salesforce data shows that when switching banks, online capabilities were at parity with the usual security, soundness and branch network factors. And for millennials, mobile was a factor 50% more often than online (source: Financial Brand, 23 Jan 2017).

And it’s so easy too. You don’t have to arrange an expensive photo shoot or have endless debates about the happy couple’s expressions. You just take a screen grab on your mobile, email it to the website designer, fancy it up with an iPhone/Android skin, and boom you have a great visual.

Another advantage: on responsive sites, you can shrink the screen down to smartphone size and your smartphone screenshot stays intact and is extremely pertinent to the mobile user. For extra credit, show your debit card behind the mobile phone, making it clear you are a “real” bank and not just a mobile facade. And consider dropping a watch into the photo for added tech cred (see Nubank image). Here are some examples from prominent upstarts (in order of total funding or exit amount):

Atom Bank. The UK wunderkind that has raised Square-like financing, $270m and counting, even without Jack Dorsey. BBVA is the lead investor.

Atom Bank has raised Square-like financing, $270m and counting, even without Jack Dorsey. BBVA is the lead investor.

Nubank. Brazilian startup that has raised almost $180m. It added a smartwatch screenshot to the mobile phone and debit card for the perfect digital trifecta.

Nubank has raised almost $180m. It added a smartwatch screenshot to the mobile phone and debit card for the perfect digital trifecta.

BankMobile (duh). The Customers Bancorp unit that was just sold to Flagship Bank for $175m.

BankMobile is the Customers Bancorp unit that was just sold to Flagship Bank for $175m.

Simple. The great recession fintech poster child, which raised $15m before being acquired by BBVA for $117m in 2014.

Simple – the great recession fintech poster child, which raised $15m before being acquired by BBVA for $117m in 2014.

Monzo Bank. Another UK-based startup, which picked up $45m in funding – a notable 10% from crowdfunding campaigns.

Monzo is another UK-based startup, which picked up $45m in funding (a notable 10% from crowdfunding campaigns).

Moven. With author and noted technologist Brett King as founder, Moven is the closest we have to a celebrity-run challenger bank (honourable mention goes to John Sculley at Lantern Credit). Moven, which has raised $24m, is a Finovate crowd favourite, with multiple Best of Show wins.

READ NEXT: 3 design principles for achieving a successful user experience

– This article is reproduced with kind permission. Some minor changes have been made to reflect BankNXT style considerations. Read more here. Photo: Rawpixel.com, Shutterstock.com

About the author

Jim Bruene

After developing the first major PFM-based online banking program at US Bancorp in the early 1990s, Jim Bruene went on to found two companies in the space: Online Banking Report and the Finovate conference series. He has been writing and geeking out on digital financial services nearly every day for more than 20 years and is currently Principal of BUX Advisors, a fintech UX/UI consultancy, as well as continuing to help guide content at Finovate events.

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